1. Sports Marketing
Intensive Course
by Esteve Calzada
Sports industry in general and differentiation from competition
football one in particular have and development of more
experimented in recent years an sophisticated revenue generation
accelerated process of techniques at sporting
globalization and growth. Such properties. In a nutshell, football
period preceded current times in industry will more and more
which a set of new challenges need specialists in business
arise, including the impact of development in a complex
financial downturn and the context and under strong
consequences of excess of ownership pressure.
spending, polarization of value and
implementation of new strict rules Participation at Sports Marketing
set by regulators, which may result Intensive Program represents a
in prohibition to compete to those unique and excellent opportunity
clubs that may fail to fulfill them. to better know and develop the
key concepts of revenue
These scenario results in the need generation in the world of
of football management further football, and without the need of
professionalization, having had any previous
professional experience around it.
Technical sheet
• Program: Sports Marketing Intensive Course
• Professor: Esteve Calzada
• Duration: 2 full working days
• Venues and dates: Istanbul (June 6-7), Dubai (June 8-9), Tokyo (July 11-12),
Singapore (July 14-15), Barcelona (October 20-21), Sao Paulo (November
21-22), Rio de Janeiro (November 24-25)
• Methodology: Face to face classes with access to full program book in digital
format
• Number of participants: minimum of 10 and maximum of 20
• Language: English
• Cost: 990€ per participant. Alternatively, possibility for an entity to contract
the complete course as an exclusive event to invite guests. Please ask for
more details
• Contact: esteve@estevecalzada.com
j www.estevecalzada.com

2. S M P RO
Sports Marketing Intensive Course
by Esteve Calzada
SPORTS MARKETING
Program
This program will be held in two consecutive days.
2011 courses schedule by venue (subject to changes)
Istanbul: June 6-7 Tokyo: July 11-12 Barcelona: October 20-21
Dubai: June 8-9 Singapore: July 14-15 Sao Paulo: November 21-22
Rio de Janeiro: November 24-25
Day 1
10:30h – 12:00h. Introduction to Sports Marketing
• Sports Marketing mission and di erences with traditional marketing
• Getting acquainted with main concepts. Review of di erent revenue formats
• Developing the strategy and positioning of a sports property
12:15h – 13:45h. Fan recruitment and ticket sales
• Key factors in uencing attendance to sporting events
• Identifying available revenue streams
• Review of techniques for ticket sales maximization
• Design and successful selling of hospitality packages
• Case study: Manchester United FC
16:15h – 17:30h. Sponsorship. Part I
• E ectively designing an action plan to recruit sponsors
• Conducting advertising assets inventory audit and reviewing status of control
• How to create an attractive sponsorship program
• Producing the best sales presentation deck. Review of industry-speci c sales
techniques
• High quality implementation of sponsorship contracts
• Naming rights
• Case study: UEFA Champions League
17:45h – 19:15h. Sponsorship. Part II
• How should a brand select the best sports property for sponsorship projects
• Designing and developing e ective activation plans
• How to ght against ambush marketing
• Factors to be considered when negotiating with sports properties
• Case study: McDonalds
www.estevecalzada.com

3. S M P RO
Sports Marketing Intensive Course
by Esteve Calzada
SPORTS MARKETING
Day 2
10:30h – 12:00h. TV rights and content exploitation
• Types of content and distribution platforms
• How to best segment available rights
• What do we mean by TV rights and when do they apply
• Variables that can impact the value of the rights
• Commercialization formats. In house vs 3rd party sales
• Types of rights buyers and purchase decision factors
• Case study: FIFA World Cup
12:15h – 13:45h. Retail and licensed merchandise
• Must have variables to develop a licensed merchandise business
• Review of the key roles in the value creation chain
• Retail exploitation formats and licensed merchandise sales drivers
• How to best ght against piracy
• Case study: FC Barcelona/Nike
16:15h – 17:30h. Athletes personal image rights
• What are the personal image rights and who owns them
• Requisites to have image rights business potential
• How to best select an athlete for an advertising campaign
• About industry professionalism and agents
• Case study: Cristiano Ronaldo
17:45h – 18:45h. Dealing with the press
• Importance of media in sports business
• Developing successful communication campaigns
• How to best broadcast our content
• Content strategy and speakers selection
• Internet and the new reality of social media
• Case study: Real Madrid
18:45h – 19:15h. Final remarks
• Final remarks and program closing
www.estevecalzada.com

4. S M P RO
Sports Marketing Intensive Course
by Esteve Calzada
SPORTS MARKETING
About Esteve Calzada, program director and professor
Esteve Calzada (Lleida, Spain, 1966) As professor, high profile speaker and
obtained a Bachelor Degree in Economics creator of sports marketing content,
and a MBA at ESADE Business School Esteve has developed a large variety of
(Barcelona, Spain), and has International initiatives such as:
Marketing studies taken at University of • He is professor and creator of ‘Sports
California at Berkeley (USA). Marketing Insights’ subject, which takes
place at International MBA of ESADE
Esteve accumulates almost 10 years of Business School (Barcelona, Spain).
experience as senior executive in sports • Created the renowned study Football
industry, which started in 2002 when he Transfer Review, which analyzes player
was appointed Chief Marketing and transfers in European football and of
Commercial Officer of football giants FC which 4 editions have already been
Barcelona, where he served until mid 2007. published.
During five and half years, Esteve had a • Has given lectures about sports
major contribution in the commercial management in prestigious organizations
transformation that brought the club to the including IESE Business School (Spain),
400mio€ revenues landmark. Nowadays he The Wharton School of the University of
is CEO of sports marketing agency Prime Pennsylvania (Philadelphia, USA), Waseda
Time Sport, which he founded at the end of University (Tokyo, Japan), Soccerex
2007 and that operates in the areas of (London, Manchester, Dubai, Rio de
football players representation, sports and Janeiro and Brasilia) and Liga de Fútbol
image rights exploitation and management Profesional (Madrid, Spain).
consultancy and sponsorship projects for • Runs his own and pioneer section at TV
football clubs and blue chip brands. and radio shows and is often interviewed
Furthermore, Esteve’s experience in sports by different media as sports marketing
management includes the following expert.
projects and activities:
• He was one of the founders of Leo Messi Esteve initiated his professional career in
Management, the company that exploits the marketing and business development
the image rights of the Argentinean football environment. He worked during 12 years
star (2009). in several multinationals, where he was
• Served as Board Member of FCB CEO of Tiscali Spain (2000-2002) and held
Merchandising, joint venture between FC various senior marketing positions in fast
Barcelona and Nike which exploits moving consumer goods international
club’s retail and merchandising activities companies such as Reckitt Benckiser
(2002-2007). (1995-2000), Sara Lee (1993-1995) and
• He is a FIFA players agent, with license Unilever (1990-1992).
issued by Real Federación Española de
Fútbol.
• He was member of several task forces of
UEFA and NFL Europe (2003-2006).
www.estevecalzada.com

5. Sports Marketing
Intensive Course
by Esteve Calzada
The first Sports Marketing Intensive Course represents an excellent opportunity to
connect with main concepts that best executives of sport business use regularly. In a
very practical way, and capitalizing on my 10 years of actual experiences, we will
review revenue generation activities which can be worked out by sports properties,
which in the current difficult financial environment require maximum creativity and
preparation.
If you are a sports passionate, you want to know the benefits of sports marketing
and sponsorship for your business, you are pursuing a knowledge update or you are
considering a reorientation of your professional career, you should not miss it!
Esteve Calzada
Registration form
Full Name:
Birth date:
Studies:
Current occupation:
City and country:
Phone number:
Email:
Course venue:
Istanbul: June 6-7 Tokyo: July 11-12 Barcelona: October 20-21
Dubai: June 8-9 Singapore: July 14-15 Sao Paulo: November 21-22
Rio de Janeiro: November 24-25
Payment method: 990€ bank transfer to account number
BIC: BSABESBBXXX IBAN: ES89 0081 0105 18 0001571760
www.estevecalzada.com